Assessing Competition for Social Media Attention Among Non-profits
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Most non-profits maintain a social media presence with the hope to increase their popularity and achieve goals, such as to collect donations or recruit volunteers. While there is a strong vibe about the popularity of social media, there is very little empirical evidence on whether and how nonprofits can benefit from social media participation. We propose a method to quantify and assess the relationship between public social media attention and the amount of donations non-profits receive as a measure of success. We aim to address an essential limitation of prior research which has focused on studying the impact of social media on non-profits in isolation. To do so, we conducted a study of the Facebook participation of 76 non-profit organizations in Chile. Our results highlight factors that contribute to competition for public attention and show at what level social media attention relates to donation support.
KeywordsLocal non-profits Facebook Donations Attention competition
This work was partially funded by CONICYT Chile, under grant Conicyt-Fondecyt Iniciación 11161026.
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